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Soup in Serbia

Apr 2015|Pages: 46

Price: US$990

About this Report

Executive Summary

TRENDS

Instant soup grew quickly in Serbia during the review period and the strong growth continued in 2014. It accounted for 17%of overall soup retail volume sales in 2014, but in retail value terms the percentage was significantly higher at 33%. The main reason for this was the higher than average unit price of instant soup compared to other products, ie dehydrated soup. Therefore, accounting for around one third of retail value sales, instant soup had a considerable impact on the performance of soup overall and it was instant soup’s strong growth in 2014 that pushed the entire category’s growth up to an impressive 12% in current value terms.

COMPETITIVE LANDSCAPE

Centroproizvod ad led Serbian soup in 2014 with a 29% value share. This company markets one of the most popular soup brands – Supa C – which has been around for decades. Apart from being well known among consumers, this brand also enjoys massive marketing support and is available in virtually all retail outlets, large and small. The runner-up in 2014 was Aleva ad with an 18% value share, followed by Podravka doo with 11% and Nestlé Adriatic Foods doo with a retail value share of 10%.

PROSPECTS

Soup is expected to continue its decent growth throughout the forecast period. This good performance will be driven primarily by strong growth of the increasingly popular instant soup. More consumers are also expected to switch from making their own soup from scratch and opt for the quicker and more convenient dehydrated soup, which will remain positive as well.